EFFECTS OF CUSTOMER EMOTION IN THE HOTEL INDUSTRY ON CUSTOMER VALUES, CUSTOMER SATISFACTION, AND BEHAVIORAL INTENTIONS: A CASE STUDY OF THE FOUR AND FIVE STAR HOTELS IN THAILAND
Keywords:
Pleasure, Arousal, Hedonic Value, Utilitarian Value, Customer Satisfaction, Behavioral IntentionsAbstract
The main purpose of this study is to propose an integrated model that investigates the relationships among two components of customer emotion; pleasure and arousal, two components of customer values; hedonic value and utilitarian value, customer satisfaction, and behavioral intentions in the hotel industry. This study was a mixed methods research with the explanatory sequential design which first implemented in quantitative data collection and analyzed and follow up to qualitative tool by in-depth interview and analyzed. A total of 779 questionnaires were collected from four and five stars hotels customers in four regions of Thailand and statistical analyzed with SEM techniques by LISREL 8.80. The results of study demonstrates that pleasure directly and indirectly effects behavioral intentions meanwhile arousal influences behavioral intentions through mediators either utilitarian or customer satisfaction, or both. Future research should study in the segment of one to three stars rating hotels in order to confirm the research findings. The next research for hotel industry could study in other marketing variables such as brand equity, brand image in this research model. In addition, it could acclimatize to other hospitality sectors in Thailand such as restaurant, entertainment, sport etc.
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